WWE’s media rights in India are poised for a transition, as they are moving from Sony Pictures Networks India (SPNI) to Netflix India as part of a global deal.
This deal also ends WWE’s long-standing partnership with Indian television, which began over two decades ago with Ten Sports. SPNI acquired Ten Sports from Zee Entertainment in 2016 for $385 million and has since played a crucial role in bringing WWE content to Indian households. While SPNI was reportedly keen on retaining the TV rights, Netflix’s insistence on exclusivity in the Indian market seems to have sealed the deal.
This shift signals Netflix India’s entry into sports entertainment, an area it has historically avoided. Globally, Netflix has invested in live sports, such as collaborations with the NFL, but its Indian operations have been more cautious, staying away from even cricket, India’s most celebrated sport.
However, this move presents challenges as WWE has an estimated television audience of 900 million television viewers in India and now it will shift from traditional TV to a subscription-based streaming service which will be a key hurdle for Netflix.
Additionally, this entry into sports entertainment puts Netflix in direct competition with established Indian streaming giants like Disney+ Hotstar and JioCinema, both of which dominate the sports streaming market with properties such as the Indian Premier League (IPL) and ICC tournaments.
Notably, starting January 2025, Netflix will begin exclusively streaming WWE content in major markets like the United States, Canada, and the United Kingdom before expanding to India by April.